MozCon 2019: 12 takeaways for creating THE best content on the web
Summary
These things are usually reversible as long as, according to Rob Ousbey, VP Operations for Distilled, “they are done one at a time, systematically with a control group and monitored closely to determine results before moving forward with another change.” Breaking stuff (and testing) gives you a chance to learn what works and what doesn’t. Before you set out to create content for a specific topic, ask yourself, “Do I actually deserve to rank for this?” In other words, ask “Am I the most expert, authoritative and trustworthy source to be writing about this subject matter?” If the answer is yes, then it’s time to get to work. It’s the process of sourcing feedback, information and insights from your audience, your customers and prospects, and industry experts and influencers in real-time to create a piece of content. You need 100 really great articles.” Take a look at how SERPs look today versus 5 years ago: A lot has changed with how information is displayed, and it’s because Google continues to improve how they provide answers to the searcher. Here’s a simple way to approach the task of creating OR (credit: Andy Crestodina): Ask yourself these questions: What do people in my industry say but rarely support with evidence?
